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Chevrolet and the Silverado have long been one of the most prominent faces in the pickup truck game. It’s an American workhorse, synonymous with some of the greatest moments in the nation. A blue-collar testament to time, if you will.

Nissan clearly recognizes this and pulled out quite the sucker punch in its latest ad. In fact, it not only targeted Chevrolet, but the Yanks, too, with Ford and Dodge also receiving a subtle slap to the face.

From a marketing and advertising standpoint, it’s pretty damn clever, and that’s honesty. The premise of the ad is to recognize the hard work the trucks have given owners in the past, owning up to their place in automotive history.

The Titan XD, however, is ready to take it from here. It’s also refreshing to see an ad forego slander, and, in its place, utilize a witty compliment to promote how far another brand has come.

We don’t honestly think the ad will steer too many Chevrolet (or Ford and Ram) faithful from their beloved brands, but it may sway more than a few undecided.

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11 Comments

They see the way forward because the Big Three paved the way, they aren’t saying move out of the way. It pays tribute to especially important trucks from each of the Big Three.
I think it draws attention to the new XD through respect. This isn’t an Apple commercial shitting on Windows, or a Pepsi commercial shitting on Coke.
I think it’s nicely done and introduces the XD as a new light-heavy duty option that currently doesn’t exist by the players that created, and molded the truck segment to what it is today.

pickuptrucks . com put it well:
“What’s most interesting is that the commercial pays homage to several iconic pickup trucks sold in the U.S.: the 1970 C10 Chevrolet (first marketed as capable daily driver), the 1985 Dodge W250 (the first with a Cummins engine) and the 1995 Ford F-150 (the first with an Eddie Bauer trim package). No doubt some non-truck viewers will cry foul for Nissan showing these classic pickups with the brand-new Titan XD, but that’s where we should step in and correct their misunderstanding of what those pickups have meant to the auto industry.”

I agree with Andrew, I think it’s a humble approach to the truck market. To congratulate the brands that brought what they have that made trucks what they are today, and what the accomplished yesterday. This comes off a lot easier and I think it is received well to the multitude than trying to make your truck look better than everyone else’s.. Their last-gen truck was dead last in every category and they came back with a new engine from Cummins, a newer bolder body style, etc. I think Nissan did a good job with this you commercial because you win people over through respect and honesty and a lot of ways that could be the way here.

The “good job, but we will take it from here” approach is laughable, since the Nissan aspires so much to look like a Ford, but has been a very big disappointment in all tests so far, including efficiency. While it’s only been the XD tested, they have proved they are still a half step behind.

Actually more like a full step behind. The annual sales of the Titan has lagged far behind even the Tundra which is not competitive with the top 3 sellers in the segment.
I can not remember a comparison test where the Titan finished better than 3rd.

It’s interesting that in their commercial all the other manufacturers trucks they show are at least 25 yrs. old and not anything remotely current.
Are they saying that their new truck is only better than a 25yr. old domestic truck?

Back in 1994, I drove a ’87 Silverado and my buddy drove a ’86 Nissan Hard Body. He told me my truck was a POS and that his truck would out last it by double. A year later his Nissan went to the junk yard at 9 years old. I drove mine another 12 years to November 2007.

Nissan can run their mouth about doing assembly in the U.S. for some of their models, but we build the best trucks in the world and I’ll never drive a Nissan or any other import pickup.